Posts tagged House of Dereon.
LF USA Acquires Beyoncé’s Beyond Productions

LF USA, a subsidiary of Li & Fung, has put a ring on Beyoncé’s finger.

LF USA has acquired Beyond Productions LLC, the apparel and accessories company led by Beyoncé and Tina Knowles. Beyond Productions is a designer and licenser of women’s fashion apparel and accessories whose brands include House of Deréon, Deréon, Curvelicious and Miss Tina. In addition, LF USA has entered an endorsement agreement with Beyoncé for House of Deréon and Deréon.

Terms of the long-term deal weren’t disclosed.

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New House of Deréon Fall 2010 Ad Campaign

New House of Deréon Fall 2010 Ad Campaign

Tina Knowles Speaks On Beyoncé’s Deréon Bedding Line

Being one of the greatest entertainers on earth can take its toll. So when it’s finally time to hit the hay, Beyoncé needs something regal to stretch out on. Perhaps that’s why she and her mom Tina Knowles are launching a line of bedding through the House of Deréon and Deréon labels that’ll let you sleep like a queen.

The woman responsible for brand has always been passionate about home furnishings. Tina Knowles told VIBE, “I’ve always done my bedding and (bedding) for friends and my daughters. I designed bedding and draperies, and I love home, so it’s been a dream to do the bedding. I mean it’s been an interest of my daughters as well, because they designed their own bedding, and you know, it’s just a fun project.”

With designs named after Beyoncé hits like “Halo” and “Sweet Dreams,” the collection has a signature Deréon glam with sparkly rhinestones and detailed pin tucking that you’d just as soon see on a red-carpet dress, though on a wallet-friendly budget. House of Deréon will retail at major department stores for $149.99 to $199.99 while Deréon will range from $49.99 to $99.99.

What should everyone look for when outfitting their royal chamber?

“Well, I think that the one thing that they should look for is something that they’re going to feel really relaxed and serene in, because your bedroom is your sanctuary,” said Tina Knowles. “Even when I was a teenager or a young adult, and I didn’t have any money, my bedding was nice, and I would splurge on that because that’s where you lay in bed and you get a lot of your comfort from. You should look for something that’s really comfortable that makes you feel like a queen. I think these beds reflect all different personalities.”

And if you’ve ever wondered whether Mama Knowles has a favorite Beyoncé song, here’s her answer: “Hmm, let’s see…it’s so many; it would be really, really hard to choose, but right now, probably “Hello” from her last album. When you see it on the DVD you’ll see she kills it. It’s really beautiful, and I love the message of the song.” —Adrien Field

New House of Deréon Bedding Line

Deréon Invites You

Dereon by Beyonce for C&A photos